Sunday, March 23, 2008

Introducing Abbey Dawn

Avril Lavigne will be launching her own juniors clothing line in July (2008). It will consist of apparel and jewelry that are feminine and flirty, but with the rocker edge Lavigne is known for. The brand will be available in Kohl's stores only in the U.S. Abbey Dawn does not yet have a Canadian retailer finalized but will BEFORE the July launch. Abbey Dawn is apparently a nickname that Lavigne's dad gave her. The threads (ranging from $24 to $48) mimic the singer's signature skater-girl-chic style and include hoodies, jeans and tees in bright colors and skull and zebra patterns. Lavigne, who had a hand in everything from choosing fabrics to collaborating on designs, plans to wear the line during her Best Damn Tour, which just recently launched this month.
Avril has recently said, “a lot of hot pinks and blacks and stars and purple and zebra. Basically, everything I wear. I have a very particular style. I want it to be available to a lot of girls, and I want it to be affordable. I walked through (a Los Angeles) Kohl’s the other day and said, ‘Oh, when my line is here it’s totally going to stand out.” Avril added, “I actually am the designer. What’s really important to me is that everything fits well and is well-made, so I try everything on and approve it all. I’m making sure that I think people in their 20s are going to wear it because it’s going to be a sexy fit, not just, ‘Oh, T-shirts and hoodies.’ The hoodies are slimming. It’s not a thick, bulky material.”

Here are two pictures from the tour. She is wearing Abbey Dawn tops:

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